Sensis Working with LA City Attorney Feuer to Curb Teen Vaping
Agency has a successful track record with campaigns curbing tobacco use among teens
LOS ANGELES — Sensis, a cross-cultural marketing agency driving behavior change, has been retained by the Los Angeles City Attorney Mike Feuer’s office to create a campaign to stop youth from vaping. The California Attorney General provided a grant to the city for the campaign.
This is the second tobacco-related cessation campaign Sensis has undertaken. It produced tangible results helping curb the use of dip, snuff and chewing tobacco among young rural males with its award-winning “Smokeless Doesn’t Mean Harmless” campaign for the FDA Center for Tobacco Products.
Sensis will develop a fully integrated advertising campaign based on formative research which will include cinema, out-of-home, and digital. There will also be a number of event activations aimed at reaching a target audience that is notoriously hard to connect with.
“We’re happy the Los Angeles City Attorney’s office has given us the opportunity to affect change around a very important issue,” Sensis President José Villa said. “We have been down this road with smokeless tobacco and, while the target audience is different, we are going to do our homework so we can craft the right messaging to put a dent in youth vaping.”
There will also be elements of the campaign focusing on LGBT youth.
“Vaping by kids is a skyrocketing national health issue,” said Los Angeles City Attorney Mike Feuer. “Make no mistake: Vaping is dangerous for kids. And no kid should be lured into vaping by a company that elevates profit over public health."